Cherry Tiger were asked to summarise an exciting year for OneFamily in their 2015-16 AGM communication. Following the merger of Engage Mutual and Family Investments, OneFamily has settled into life as a bigger, stronger mutual, and its new brand is taking shape.
We were challenged to create a warm, engaging communication that kept members up to date with OneFamily’s developments over the last year. And as this major annual mailing gives OneFamily a great chance to engage with their members, we also had to ensure that the AGM brought the new OneFamily brand to life at every opportunity.
This AGM was the first time OneFamily were reporting on a full year’s financial performance as a modern mutual. And it also needed to provide a summary of the past year’s events. So, we created two separate booklets to avoid mixing two distinctively different tones of voice. The customer brochure showcased OneFamily’s brand with warm family-based imagery, and used their vision and values to really engage the customer with their new brand. While the financial review brochure provided the financial facts customers needed to assess performance.
'interested’ members who expressed an interest in AGM voting mailed
The AGM mailing was positively received throughout the business and as the results show, especially by members who are actively interested in the mutual they own. The pack clearly led members to engage positively with both our brand and our performance over the last year.
Customer Engagement Manager, OneFamily